Andalusia Design
Building a Digital Foundation for Growth
Client Overview
Andalusia Design is a startup specializing in architectural fabrication. Founded by industry veterans, the company’s mission is to offer high-design, custom architectural pieces that are turnkey, easy to install, affordable, and made from sustainable materials. Their primary target audience includes architects and general contractors in the hospitality industry, with two distinct needs:
- Architects: Focused on high-design pieces to enhance their creative visions.
- General Contractors: Concerned with cost-effectiveness, ease of installation, and realistic timelines.
Objectives
The primary goals for the project were:
- Product Communication: Clearly convey the type of products and services offered, emphasizing customization and sustainability.
- Ease of Installation: Highlight how simple it is to install the products.
- Dual Audience Appeal: Address the different needs of architects and general contractors through targeted communication and user experience design.
Challenges
- Dual Personas: Balancing the idealistic, design-focused perspective of architects with the pragmatic, efficiency-driven mindset of general contractors.
- Information Accessibility: Ensuring that both architects and contractors could quickly find the information they needed to make decisions.
- Branding and User Experience: Creating a digital experience that reflected Andalusia Design’s high-design aesthetic while maintaining simplicity and functionality.
- Scalability: Building a foundation that could support future growth, including a portal for sales representatives.
Approach
Discovery Phase
- Conducted interviews with the CEO and COO to understand the business, sales cycle, and industry.
- Toured the facilities to learn about the production, design, and shipping processes.
- Developed user personas:
- Architects: Focused on showcasing polished designs and sustainability.
- General Contractors: Needed quick access to installation information and cost details.
- Developed customer journeys based on sales cycle, persona understandings and communication requirements.
- Developed sitemap from personas and journeys.
Design and Development
- Content Strategy: Created a sitemap and user flows that addressed both user personas. Architects could find high-design solutions quickly, while contractors could access practical resources like spec sheets and installation guides.
- User Interface (UI): Designed a clean and modern interface that leveraged Andalusia’s branding. Imagery played a primary role in conveying the quality and sophistication of the products.
- Navigation: Employed a hybrid one-click/two-click rule to ensure resources were easily accessible. For example:
- Architects could find products by material type within one click.
- Contractors could download spec sheets within two clicks.
- Mobile Responsiveness: Ensured mobile usability for general contractors who may need resources on-site.
Technical Implementation
- Built a lightweight WordPress site using the Genesis framework.
- Included custom modules to allow Andalusia’s team to update photos and content easily.
- Developed custom content types for downloadable resources and videos.
- Prepared the site for future scalability, including a rep portal to support the growing sales team.
Results
Operational Growth
Andalusia grew from 1 to 12 sales representatives in under seven months. They expanded their coverage to nearly the entire U.S.
Industry Recognition
Andalusia was featured in multiple architectural conferences, establishing credibility in the industry.
Client Satisfaction
The Andalusia team reported high levels of satisfaction with the website’s design and functionality. The website received positive feedback from both architects and general contractors.
Key Takeaways
Understanding Personas Drives Results: By tailoring the user experience to meet the needs of two distinct audiences, Andalusia Design was able to communicate effectively with both architects and contractors, reducing potential roadblocks in the sales process.
Scalable Solutions for Growth: The site’s infrastructure not only met the startup’s current needs but also prepared them for future expansion, including a rep portal to streamline operations.
Simplicity Meets Sophistication: The combination of clean navigation, high-quality visuals, and practical content ensured that the website reflected Andalusia’s commitment to high design and functionality.
Conclusion
Andalusia Design’s new digital presence has set the foundation for rapid growth and industry recognition. The project demonstrated the importance of aligning a company’s digital strategy with its business goals and customer needs. As Andalusia continues to grow, their website remains a critical tool in driving engagement and closing deals.